Law Firm Marketing: 9 Keys to Discover Your Ideal Target Market

Identifying your Ideal Target Market (ITM) is absolutely critical to the success of your law firm marketing plan. If you don’t target the right market, nothing else you do will matter. To be successful as a legal marketer and attorney, you have to start with a clear picture of your ITM.

One target market that is growing rapidly these days is one that may have been overlooked by many B2B firms too busy chasing the marquis brand names: the small business owner.

Today, small businesses employ half of the American workforce and have generated 65 percent of net new jobs over the past two decades. About half of small businesses employ less than 100 people. And according to the Small Business Administration, the smallest firms (less than 20 employees) spend 36 percent more per employee than larger firms to comply with federal regulations.

Obviously a targeting opportunity awaits the savvy attorney who deals in tax compliance, employment law, environmental law and commerce law.

No matter what area of practice you are in, you can use these 9 keys to help you determine your ideal client. I suggest that you answer these questions as specifically as you can:

Who can afford your fees? How much can they afford? What’s your value to them?

Who could be a good long-term, repeat client?

What qualities, characteristics and values do they have?

What are you helping them accomplish?

What are their issues, challenges or pain?

What is it like working with them?

Who could be a good source of referrals for these ideal clients?

Who is NOT your ideal client?

Spend some time thinking about these questions and answering them as carefully, as specifically, as you can. When you finish, you’ll have laid a strong foundation for all your legal marketing strategies.

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6 BIGGEST secrets to generating more and better referrals

How to create a proven network of 30 new Strategic Referral Partners in the next 90 days

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About Stephen Fairley

Stephen is the CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in lead conversion for small to medium size law firms. Over 10,000 attorneys nationwide have benefited from learning and implementing the proven marketing and lead conversion strategies taught by The Rainmaker Institute, LLC.

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About the rainmaker institute

The law firm marketing consultants at The Rainmaker Institute specialize in helping small to medium-sized law firms generate more clients and increase revenue fast.

Since 1999, we have helped over 10,000 attorneys create successful and sustainable law practices. Over 35 of the largest state and local bar associations have sponsored our live law firm marketing seminars and Rainmaker Retreats to their members.